Stefflon Don Thrills With Self-Directed Music Video For ‘Dem Dead’

British Jamaican rapper Stefflon Don has unveiled a new, self-directed video for ‘Dem Dead’, the third single from her upcoming debut album, Island 54.

The track, which was initially introduced in December of 2022 through GRM’s Daily Duppy series, highlights Stefflon Don’s exceptional abilities, and represents yet another moment of the rapper giving fans exactly what they want. 

Following a viral Tik Tok moment for the song produced by EMxBEATS, fans could not contain their excitement for more. 

Stefflon Don ultimately answered that call, whetting their appetites with the cinematic video, set in a glamorous, fantastical world with the rapper at its core.

The Yummy’artist, who is just as excited about the video’s release, explained, “The fan reaction to this single paired with that drill beat … I had to make an official video for this track. Self-directing the film was really important to me as I knew exactly how I wanted each version of myself to come across – I’m my own fiercest competitor.”

Dem Dead forms part of Stefflon Don’s ambitious and elaborate worldbuilding efforts, and comes as the sequel to previous singles Clockwork , which features Dancehall Queen, Spice, and The One.

If the trio of songs are anything to go by, fans should expect an electrifying and quality-filled display on Stefflon Don’s album, Island 54, which is due to be released later this year.

In the past year, she has delighted audiences with a series of highly-praised singles such as ‘Yummy’ featuring INNA, ‘Sweet Bounce’, ‘Dip’, featuring Ms Banks, and ‘Bun Fi Bun’ with IQ. Additionally, she made an appearance on Calvin Harris’ album alongside Chloe Bailey and Coi Leray.

She also made history by performing at the first-ever UEFA Women’s Euro final show and wowed crowds at renowned festivals such as Wireless and Oh My! Festival with her electrifying live performances.

See the video for Dem Dead above.